Global Brand Alliance Formed
AUX Becomes Official Global Air Conditioning Partner of Premier League Club Manchester City
Key Points
The signing ceremony for the AUX–Manchester City partnership was held in Hong Kong, highlighting the cross-border nature of this collaboration between a Chinese consumer-electronics brand and a Premier League powerhouse.
Manchester City’s global footprint in the deal is underscored by its roughly 1 billion fans worldwide and about 230 million social media followers, with high-profile players such as Erling Haaland, Phil Foden, and Rayan Cherki highlighted in promotional material.
City’s historic achievement of winning a fourth consecutive Premier League title (2020-2024) and its eight Premier League trophies are cited as the club’s backdrop for this global sponsorship.
Peter Laundy, Senior Vice President of Partnerships for City Football Group, framed the alliance as strong and impactful, noting that two leading brands and innovative forces from different fields have joined to shape the future and attract industry attention.
Chinese air-conditioning maker AUX has announced a global partnership with Manchester City, one of the world's most valuable football clubs. BarChart The deal runs through the 2028 season, making AUX both the Official Global Partner and Official Air Conditioning Partner of the Premier League powerhouse. AUX ranks third globally in cumulative sales for household split-type air conditioners, signaling a major cross-industry alliance between a consumer-electronics brand and a top-tier sports organization.
A Chinese Tech Brand Joins Global Football Royalty
The partnership signing took place in Hong Kong, highlighting the deal's international scope. BarChart Manchester City brings serious credentials: roughly 1 billion fans worldwide and 230 million social media followers. The club has won eight Premier League titles, including four consecutive championships from 2020 to 2024. Star players like Erling Haaland and Phil Foden drive the club's global appeal.
Two Industry Leaders Shape a Strategic Alliance
Peter Laundy, Senior Vice President of Partnerships for City Football Group, framed the deal as a merger of innovation and competitive spirit. BarChart He called it "strong and impactful," suggesting AUX and Manchester City will collaborate to set industry trends. Both organizations emphasize innovation and winning—themes that align their brand identities across different sectors.
Why Global Sports Sponsorships Matter to Tech Companies
AUX's partnership with Manchester City follows a broader trend: Chinese consumer brands seek global visibility through elite sports partnerships. Manchester City's 1 billion-strong fanbase and 230 million social media followers offer unmatched reach. For AUX, aligning with a top-tier club signals premium positioning and helps penetrate new markets beyond traditional air-conditioning buyers.
Sentiment
Mostly PositivePublishers
16
Articles
17
Reach
33
